Turning partner enablement into a game people wanted to keep playing
Softcat's sales team knew Exclusive Networks as a distributor, not a partner — so we built a campaign they wanted to keep playing.
More than doubled
Year-on-year growth in services numbers, up from a ~30% historic baseline.
The campaign also helped Exclusive Networks move towards its largest-ever services opportunity with Softcat.
The Challenge
Exclusive Networks needed to increase awareness and uptake of its services within Softcat’s large, fast-moving sales organisation.
The message had value, but in a busy partner environment it was too easy to overlook.
The Idea
We turned the services message into a game.
Level Up Services Edition used levels, points, leaderboard competition and evolving creative themes to keep Softcat teams engaged over time, not just once.
“The Level Up idea was kind of genius.”
What We Made
Campaign identity and gaming world
Level-based structure and leaderboard mechanics
Quarterly vendor-themed phases
“This was one of the best marketing experiences I’ve had, we combined our knowledge of the customer with their creative expertise, and together it was like gold dust.”
Why it mattered
Level Up made a complex services message easier to understand, easier to engage with and harder to ignore.
It gave Exclusive Networks more than a campaign. It created a flexible partner engagement model that could evolve across services, vendors and priorities, while helping shift perception inside one of its most important partner relationships.
It turned partner enablement into work people remembered.
